Table of Content

Polishes in Turkey
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

KEY DATA FINDINGS
2020 IMPACT
Volume sales of polishes decline by double digits, as lockdowns and social distancing practices further reduce the demand for these products in 2020
COVID-19 exacerbates declining demand for polishes, as consumers continue to perceive these products as luxuries and stuck to what seemed essential in 2020
As discounters have little incentive to carry products with declining popularity, polishes continues to have little private label presence in Turkey
RECOVERY AND OPPORTUNITIES
Shoe polish is expected to be the only polishes category to enjoy positive volume growth over the forecast period, as demand for polishes overall continues to dwindle
Sales of floor, furniture and metal polishes are set to further decline in view of a weakening economy and a general perception that they are not essential products
Cigir expected to maintain its lead in polishes on the strength of its position in shoe polish, whereas Johnson Wax will likely keep gaining ground in smaller categories
CATEGORY DATA
Table 1 Sales of Polishes by Category: Value 2015-2020
Table 2 Sales of Polishes by Category: % Value Growth 2015-2020
Table 3 NBO Company Shares of Polishes: % Value 2016-2020
Table 4 LBN Brand Shares of Polishes: % Value 2017-2020
Table 5 Forecast Sales of Polishes by Category: Value 2020-2025
Table 6 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 7 Households 2015-2020
MARKET DATA
Table 8 Sales of Home Care by Category: Value 2015-2020
Table 9 Sales of Home Care by Category: % Value Growth 2015-2020
Table 10 NBO Company Shares of Home Care: % Value 2016-2020
Table 11 LBN Brand Shares of Home Care: % Value 2017-2020
Table 12 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 13 Distribution of Home Care by Format: % Value 2015-2020
Table 14 Distribution of Home Care by Format and Category: % Value 2020
Table 15 Forecast Sales of Home Care by Category: Value 2020-2025
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources